【摘要】 社会化媒介营销已成为企业营销活动的重要组成部分,但大量企业并没有弄清社会化营销将给品牌带来怎样的收益。本文基于品牌资产的4个维度,从成熟品牌和非熟悉品牌两个视角出发,研究发现品牌成熟度差异在社会化媒介营销活动中对企业的品牌资产增值有着调节效应。更多还原

【Abstract】 Social media marketing has become an important part of corporate marketing activities,but a lot of companies are not clear what benefits social marketing will bring to their brands. Based on the four dimensions of brand equity,this article studies from the perspectives of both mature brands and unfamiliar brands,and concludes that brand maturity has moderating effects on the increase in a company’s brand equity in its social media marketing.更多还原